Ad Exposure Research Articles

The Effect of Instagram Advertising Exposure Tiket.Com on Purchasing Decisions of Instagram Followers @Tiket.Com

This study examines the exposure of Tiket.com advertisements on Instagram to the purchase decision of #SerasaDi Eropa Tiket.com content advertisements on @tiket.com account followers. This research uses quantitative research where the analysis method is simple linear regression. The subjects of this research are followers of Tiket.com's official account on Instagram, namely @tiketcom, who have watched the #SerasaDi Europe advertisement. The object of this research is Tiket.com's #SerasaDi Europe content advertisement. This research uses primary data collection by distributing questionnaires to 100 respondents. Ad Exposure has a significant positive influence on the decision to purchase vacation tickets at Tiket.com on Instagram. The regression coefficient X of 0.408 can be stated that every 1% increase in the value of Advertising Exposure, the Purchasing Decision value increases by a total of 0.408. The regression coefficient has a positive value, so it can be defined that the direction of influence of variable X on Y is positive. The results of the study prove that Tiket.com ad exposure on Instagram has a positive influence on advertised purchasing decisions. So that Ha is accepted, namely Ad Exposure which has an influence on Purchasing Decisions (Y).

The Effect of Ad Exposure on Consumer Visual Attentions Depending on Time Lapse in the Context of eSports

PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time.METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis.RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad.CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.

Multimedia ad exposure scale: measuring short-term impact of online ad exposure

AbstractThe shift toward fragmented and ubiquitous use of multimedia poses several challenges to our understanding and assessment of multimedia exposure and its effects. This article focuses on multimedia advertising exposure and its impact on consumer behavior. It presents the development of Multimedia Ad Exposure Scale (MMAES) – an instrument designed to measure short-term effects of online multimedia ad exposure in terms of engagement, psychological reactance, awareness and attitude, and purchase intention. The main research challenge has been to identify core dimensions that can reliably measure such exposure, particularly in the context of ad-supported video streaming. The development of MMAES is presented through its conceptualization, operationalization, and an observational study conducted via crowdsourcing. The target group is young adults (ages 18-24, N = 360), digital natives who engage with ad-supported video streaming more than any other user group. Exploratory factor analysis revealed a well-defined four-factor structure of MMAES. The results of the validity and reliability measures show good content and construct validity as well as good overall reliability and very good internal consistency of MMAES. Overall, the results show that MMAES is a reliable instrument for measuring the short-term effects of multimedia ad exposure and its weak ground truth.

Pengaruh Terpaan Iklan Free Fire dan Kredibilitas Komunikator Tretan Muslim terhadap Keputusan Pembelian Item Game Free Fire di Line Open Chat Gamers Indonesia

<p>Free Fire (FF), a shooting simulator game, is one of the most successful games in Indonesian e-sports in 2021, besides Asia and Latin America for the last two years. Besides advertising, the success of this game is also marked by the presence of Tretan Muslim (a comic/content creator) as the brand ambassador. By using the Theory of the Elaboration Likelihood Model (ELM), it is assumed that actions can be formed or changed by being influenced by the ability to influence the communicator and the existence of a message of persuasion. Including, influencing the decision to purchase Free Fire game items in the Indonesian openchat Gamers line The survey of 100 respondents answered the hypothesis: The Free Fire Ad Exposure variable has a positive effect of 0.261; Communicator Credibility Variable on Game Item Purchasing Decisions has a large influence of 0.641 simultaneously the influence of all variables is also positive.</p>

Assessing digital advertising exposure using a virtual experimental protocol.

IntroductionThe rapid increase in online public education campaigns underscores the need for a better understanding of the effects of exposure to digital advertising and targeted individual-level outcomes. The goal of this study is to develop a virtual experimental protocol to evaluate the dose-response effects of individual-level exposure to digital video ads on campaign outcomes in a naturalistic online browsing context.MethodsYoung adults aged 18–24 years (n = 221) completed three 5 min viewing sessions on a realistic mock-up of the YouTube mobile app over a period of 2 weeks, followed by a 10-min survey after the third session. Participants were randomized to view between 0 and 6 exposures of ads from an e-cigarette prevention campaign; respondents viewed a total of 2 ads per session, with 0 to 2 of those ads being non-skippable digital video ads from the campaign and/or a dummy ad. The video ads played prior to short YouTube videos. Outcomes measured were self-reported ad recognition, frequency of ad exposure, and main message knowledge.ResultsThis study demonstrates a rapidly accessible virtual experimental protocol for evaluating the dose-response effects of digital advertising and individual-level outcomes. Five digital exposures of non-skippable video ads delivered via this platform over a 2-week period generated the highest ad recognition when there were up to six exposures. Higher exposure levels may be needed for message knowledge and ad-content-related effects.ConclusionThis protocol can be extended to investigate dose-response effects and mechanisms of action of individual-level exposure to digital advertising for multiple campaign outcomes, including changes in knowledge, attitudes, and beliefs. Findings can inform evidence for adequate levels of digital exposure in public education campaigns.

THE EFFECT OF ELEVENIA TELEVISION ADVERTISEMENTS ON STUDENTS' BUYING INTEREST

The presence of television advertisements certainly causes a significant shock to the Indonesian advertising media landscape.The effective impact of repeated advertising exposure is to gain the attention and experience of the individual recipients who are exposed to the advertising message, and openly accept the messages they convey. In addition to paying attention to the wants and needs of its consumers, Elevenia also always introduces and instills an image for consumers of its brand by using various advertisements including television advertising media. The purpose of this study was to find out how much influence the variable "Elevenia Television Advertising Exposure" had on "Student Buying Interest". The theory in this study is the Theory of Individual Differences.This theory examines differences - differences between individuals as targets of mass media when they are exposed, thus causing certain effects. The method used in this study is Quantitative with an Explanatory approach.The population in this study is the number of Untirta Communication Science Students Class of 2012, which is 106 students. The determination of sample size in this study used the Yamane formula, based on an error rate of 10%, so that the sample of respondents in this study was 51 samples of respondents. Meanwhile, the sampling technique used is Proportionate Stratified Random Sampling.The results showed that the Elenia Television Ad Exposure produced a percentage value of 72.2%. Meanwhile, Student Buying Interest generates a percentage value of 70%. From the results of the correlation analysis test, it can be explained that the relationship between the variables "Advertising Exposure" and "Buying Interest" is 0.566. This suggests that the relationship between the two variables is of Medium value, as it is at a correlation interval of 0.40 - 0.599 as listed in table 3.11 of the Correlation Coefficient Interval. The result of the value of the coefficient of determination of the variable "Elevenia Television Advertising Exposure" to the variable "Buying Interest" is 0.513, then 26.31% of students' buying interest is the contribution of the advertising exposure variable, while the remaining 73.69% can be explained by other causes. With the results described in this study, that the calculated value (4.185) >ttabel (1.677). The figure shows that Ho was rejected and Ha was accepted

Paradoxical modulation of influenza by intranasal administration of non-replicating adenovirus particles.

Respiratory mucosal infection by airborne microbes is a common event that occurs every day. We report here that intranasal administration of non-replicating adenovirus (Ad) particles to mice could either confer rapid protection against influenza virus (IFV) challenge independent of adaptive immunity, or exacerbate influenza by triggering rapid death. The life-or-death outcome hinges on the time interval between Ad administration and IFV challenge in conjunction with specific mouse/IFV strains. Intranasal instillation of Ad particles 1–47 days prior to IFV challenge conferred rapid protection against influenza in Balb/c mice whereas exposure to Ad 39 days prior to challenge with a specific IFV strain or 1 day post-challenge with that IFV strain induced rapid death in C57BL/6 mice. Notably, consecutive administrations of Ad prior to IFV challenge conferred a synergy in triggering a potent anti-influenza state; even a detrimental Ad exposure 39 days before challenge with the deadly IFV strain was reversed to a beneficial one by subsequent Ad boosts. Results revealed an intricate relationship between infection and innate immunity that is a linchpin around which effects revolve from protective immunity to collateral damage. It is urgent to repeat the experiments with an expanded scope for characterizing the status that defines susceptibility or resistance to IFV infection and subsequently reveal the underlying mechanisms. Whether broad heterologous protective effects induced by AdE and adaptive immunity elicited by vaccination could confer synergy during mitigation of a pandemic remains to be seen.

Abstract 591: Adavosertib (AZD1775) does not prolong QT interval in patients with advanced solid tumors: A Phase I open-label study

Abstract Background: Adavosertib (AZD1775; AD), a highly selective inhibitor of WEE1 kinase, regulates S and G2/M cell-cycle checkpoints. This study (NCT03333824; Part B) assessed the effect of doses of AD on the QT interval in patients (pts) with advanced solid tumors. Methods: After a 7-14-day washout from prior short-term AD exposure, pts received AD 225 mg bid (five doses; combi therapy MTD/RP2D) on days 13 at 12-h intervals, under fasted conditions: 2 h pre-dose to 2 h post-dose. Pts underwent digital electrocardiogram (dECG) on day −1 (time-matched baseline), and dECG and pharmacokinetic (PK) sampling before AD administration and up to 12 h post-dose on days 1 and 3. Antiemetic(s) were given (1 mg granisetron ± 4 mg dexamethasone) on day −1 (baseline), and 30 min prior to AD (days 1-3). Pts had their final PK/dECG assessments on day 4, 24 h post-dose. Corrected QT interval by Fridericia (QTcF) outliers following dosing were defined as values >450 ms or increases from baseline >30 ms. Results: Of 33 enrolled pts (median age, 60.0 years, range 41-83; F:M, 18:15), 21 (64%) received AD (Part B of the study). There was no significant relationship between ΔQTcF (vs baseline) and AD concentration. The slope of the linear relationship between ΔQTcF and AD concentration was not statistically significant (P=0.27), with the 95% CI of the slope (−0.003978, 0.01351) incl 0. Model predictions of ΔQTcF at the geometric mean of AD Cmax were, on day 1 (712.8 nM) and day 3 (1462 nM), −2.4 ms (90% CI −5.9, 1.1) and −0.8 ms (90% CI −5.1, 3.6), respectively. The largest mean difference in ΔQTcF was 7.3 ms, 3 h post-dose, on day 3. On day 1, two pts had an increase in QTcF >30 ms, and one of these (who took mirtazapine) had increases in QTcF >30 ms on day 3. No QTcF >450 ms or increase in QTcF >60 ms was observed. On day 1 and day 3, there were no apparent effects of AD on mean QRS, mean PR interval or heart rate (mean change was within ± 10 bpm). Geometric mean AUC0-12 and Cmax of AD on day 1 were 4940 nM·h and 712.8 nM, respectively, vs 10810 nM·h and 1462 nM on day 3. Cmin on day 3 was 410.4 nM. Geometric least-squares mean ratios (90% CI) of AD on day 3 vs day 1 for AUC0-12 and Cmax were 231% (200, 266) and 207% (170, 251), respectively; accumulation of AD over the dosing period was ~2.3 for AUC0-12 and ~2.1 for Cmax. Median tmax of AD was 3.0 h (range 1.0-6.0) on day 1 and 2.5 h (range 1.0-3.1) on day 3. Intra-subject variability was low (5% for AUC0-12 and 9% for Cmax) on day 3. AEs were reported by 16 (76%) patients, most commonly diarrhea, nausea (each 7 [33%] pts) and vomiting (5 [24%] pts). Eleven (52%) pts had treatment-related AEs (2 [10%] pts with grade ≥3). Conclusions: No significant relationship was found between ΔQTcF and AD concentration. Modeling showed that AD does not have a clinically important effect on QT prolongation. Accumulation over the dosing period was approximately twofold, concordant with results from prior studies at this AD dose. No new safety concerns were reported. Citation Format: Mats Någård, Mei-Lin Ah-See, Karen So, James Strauss, Trisha Wise-Draper, Howard Safran, Ding Wang, Laura Nadeau, William Edenfield, Lionel D. Lewis, Dinko Rekić, Corina Dota, Lone Ottesen, Yan Li, Ganesh Mugundu. Adavosertib (AZD1775) does not prolong QT interval in patients with advanced solid tumors: A Phase I open-label study [abstract]. In: Proceedings of the Annual Meeting of the American Association for Cancer Research 2020; 2020 Apr 27-28 and Jun 22-24. Philadelphia (PA): AACR; Cancer Res 2020;80(16 Suppl):Abstract nr 591.

Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology.

Many mass media campaigns aimed at changing young people’s health behavior air on digital platforms rather than on broadcast media (e.g., television), given the intended audience’s preference for web-based communication. While research suggests self-reported ad recall correlates with exposure to television advertising, it remains unclear whether self-report measures are correlated with exposure to digital advertising. This study examined the association between an objective measure of digital ad exposure and self-reported recall of digital ads from the truth® tobacco prevention campaign. Digital ad tracking methodology was employed to identify members of an online panel (ages 18−34) who had been exposed to ads during their regular web browsing. Demographics of exposed participants were used to develop a matched control group of non-exposed panel members. Members of the Exposed group (n = 458) and matched Control participants (n = 506) were surveyed on recall of truth ads, media use, and demographics. Results indicated that Exposed participants had significantly higher odds of reporting ad recall compared to Control participants. With each additional ad exposure, the odds of self-reporting higher frequency of ad exposure increased by 8% (OR = 1.08, 95% CI = 1.01−1.16). Findings suggest self-reported measures of ad recall are a valid measure of campaign exposure in a digital media environment.

Perceived Ease of Access and Age Attenuate the Association Between Marijuana Ad Exposure and Marijuana Use in Adolescents.

This study theorizes and tests moderators (perceived availability of marijuana and age-group) of the association between adolescents' frequency of marijuana ad exposure and past-year marijuana use. To test this model, I analyzed national survey data from 9,024 American adolescents with hierarchical regression techniques. Results showed that being a male (95% confidence interval [CI] for unstandardized regression coefficient [0.06, 0.16]) and peer pressure (95% CI [0.04, 0.14]) were positively associated with past-year marijuana use, and father education (95% CI [-0.11, -0.06]) was negatively associated with it. Perceived ease of access (95% CI [0.18, 0.22]), ad exposure (95% CI [0.03, 0.14]), and age (95% CI [0.16, 0.27]) were positively associated with past-year marijuana use. Importantly, the associations of perceived ease of access and age with past-year marijuana use were significantly larger than that of ad exposure. Age (95% CI [0.00, 0.15]) and perceived ease of access (95% CI [0.01, 0.07]) independently strengthened the ad exposure to use association. There was a significant three-way interaction (95% CI [0.01, 0.12]) showing that age increases the positive influence of perceived ease of access on the marijuana ad exposure to past-year marijuana use association. An exploratory analysis further revealed that male adolescents are more strongly influenced by perceived ease of access compared to females. Based on the findings, I suggest that approaches for reducing perceived marijuana availability and for implementing age-specific interventions are promising avenues for prevention programs aimed at decreasing marijuana use in adolescents.

Функциональные особенности макрофагов линии PMJ2-R

Objective. To evaluate the ability of PMJ2-R cells for classical and alternative activation and to assess the effect of oxidized dextran on the functional status of polarized cells of this line. OD is a promising lysosomotropic agent used for targeted drug delivery to phagocytic cells. Materials and methods. We analyzed ability of immortalized murine peritoneal macrophages PMJ2R (ATCC CRL2458) to classical and alternative polarization, including that upon exposure to OD. We used real-time polymerase chain reaction to assess gene expression of competing arginine pathways. The capacity of phagocytes to engulf zymosan granules was evaluated using fluorescence microscopy. Results. We observed metabolic changes in PMJ2-R cells following their classical and alternative activation; these changes were typical of M1 and M2 macrophages, respectively. M1 macrophages demonstrated most active phagocytosis, while the activity of phagocytosis in M2 macrophages increased dose-dependently upon AD exposure. OD upregulates production of proinflammatory cytokine TNF-α in intact PMJ2-R cells and M1 macrophages. Conclusion. PMJ2-R cells have the capacity to phagocytose particles, can be polarized via the classical and alternative pathway, can modulate their functional activity in response to OD (a macrophagotropic substance), and exhibit the main phenotypic properties typical of peritoneal macrophages from C57Bl/6J mice. Therefore, cells of this line can be used as model cells in the investigation of phagocytic cell biology and pathology. Key words: alternative activation, classical activation, oxidized dextran, peritoneal macrophages, phagocytosis, C57Bl/6J, PMJ2-R

Terpaan Iklan Digital, Word Of Mouth dan Komunikasi Pemasaran Interaktif pada Keputusan Pembelian Produk Perawatan Tubuh

Media Social Instagram turn marketing communication into interactive. On theother hand conventional approaches such as word of mouth are still used to drivepurchasing decisions. The study discusses four main concepts namely exposure toadvertising on social media, word of mouth, and interactive marketing communication asindependent variables. While the purchase decision as the dependent variable. The articleaims to describe the influence between advertising exposure, word of mouth andinteractive marketing communication on purchasing decisions in the context of body careproducts and services. This study collects data through online surveys. Respondents (n =100) come from Instagram account followers @thecliniccipete and are chosen based onmembership or have made a previous purchase. Data analysis used univariate analysisfor demographic data and bivariate analysis for variables. Bivariate analysis uses simple linear regression to test three hypotheses. The result of regression test shows thatstatistically all hypotheses have an influence on purchasing decisions with different levelsof influence strength. Ad exposure and word of mouth variables show a strong influenceon purchasing decisions. However, interactive marketing communication shows amoderate influence on purchasing decisions. Based on the three hypotheses known wordof mouth is the most powerful variable that explains purchasing decisions in the contextof body care products and services.

The EEG Relationship among Lobes of the Cerebral Cortex As Predicting Affect and Cognition in TV Ad Exposure

EEG responses to a target-scene event are measured in TV-ad exposure. These responses are analyzed to identify the relationship between affect and cognition. At the onset of the target event, total occipital alpha blocking, right occipital hemispheric dominance, left frontal dominance are more likely when the target event is processed to a higher degree. It is guessed, thus, that when the target event is more positive (approached), processing (vigilance and learning) of this event is higher.

Does Advertising Serve as a Signal? Evidence from a Field Experiment in Mobile Search

AbstractWe develop a field experiment that assesses whether advertising can serve as a signal that enhances consumers’ evaluations of advertised goods. We implement the experiment on a mobile search platform that provides listings and reviews for an archetypal experience good, restaurants. In collaboration with the platform, we randomize about 200,000 users in 13 Asian cities into exposure of ads for about 600+ local restaurants. Within the exposure group, we randomly vary the disclosure to the consumer of whether a restaurant’s listing is a paid-ad. This enables isolating the effect on outcomes of a user knowing that a listing is sponsored—a pure signalling effect. We find that this disclosure increases calls to the restaurant by 77%, holding fixed all other attributes of the ad. The disclosure effect is higher when the consumer uses the platform away from his typical city of search, when the uncertainty about restaurant quality is larger, and for restaurants that have received fewer ratings in the past. On the supply side, newer, higher rated and more popular restaurants are found to advertise more on the platform; and ratings of those that advertised during the experiment are found to be higher two years later. Taken together, we interpret these results as consistent with a signalling equilibrium in which ads serve as implicit signals that enhance the appeal of the advertised restaurants to consumers. Both consumers and advertisers seem to benefit from the signalling. Consumers shift choices towards restaurants that are better rated (at baseline) in the disclosure group compared to the no disclosure group, and advertisers gain from the improved outcomes induced by disclosure.

Youth self-reported exposure to and perceptions of vaping advertisements: Findings from the 2017 International Tobacco Control Youth Tobacco and Vaping Survey

Countries have adopted various regulations to limit youth exposure to vaping product advertising. This study aims to examine youth exposure to and perceptions of vaping ads in Canada, England, and the US, three countries with varying vaping product advertising regulations. Data were analyzed from the 2017 ITC Youth Tobacco and Vaping Survey, an online survey of youth aged 16 to 19 years from a consumer panel (n = 12,064). The survey assessed vaping product ad exposure in the prior month, including channels, perceived appeal, and perceived target audience. Most young people reported some vaping product ad exposure in the past 30 days (Canada = 74%, England = 83%, US = 81%). Among those exposed to vaping product ads, more than one-third found them appealing (Canada = 36%, England = 38%, US = 43%). Stores that sell cigarettes were the most common venue for vaping ad exposure, although it was less common in Canada (46%) than in England (60%) or the US (60%), both of which had less restrictive regulatory environments. Ad exposure through websites or social media did not differ by country (Canada = 38%, England = 40%, US = 41%). Compared to those who never smoked or used vaping products, youth who reported smoking and/or vaping were more likely to report ad exposure through most channels. More than one-third of youth perceived that vaping product ads target non-smokers (Canada = 47%, England = 36%, US = 48%). Our study suggests most youth are exposed to vaping product ads, which may promote product use. Except for online channels, cross-country differences in the channels of ad exposure may reflect contrasting regulatory environments.

Taking Repeated Exposure into Account: An Experimental Study of Direct-To-Consumer Prescription Drug Television Ad Effects

Introduction: Little is known about how repeated exposure to direct-to-consumer prescription drug promotion can impact consumers’ retention and perceptions of drug information. The study described here tested the effects of varied ad exposure frequency on these outcomes. Methods: In an in-person experiment, participants with seasonal allergies (n = 616) were randomized to view a mock prescription drug television ad either once, twice, or four times within 1 h of television programming, embedded with six commercial breaks. Respondents then answered a 20-min survey administered via computer. Results: Those who viewed the ad more frequently were better able to recall both risk (X2 = 20.93, p < .001) and benefit information (X2 = 9.34, p = .009) and to recognize risk (F(2,597) = 11.89, p = .001) and benefit information (F(2,597) = 3.17, p = .043) than those who viewed the ad one time. Ad exposure frequency was not associated with perceptions about the magnitude or likelihood of risks or benefits. In general, risk information seemed to require more repetitions than benefit information to be accurately remembered. The recall was mediated by elaborate processing. Discussion: Effects on memory were small; retention of both risks and benefits remained low overall even after four exposures.

A Neuro-Scientific Analysis of Affect and Cognition in Consumer Response to the Marketing Stimulus - EEG Analysis of the Relationship between Prefrontal Hemispheric Lateralization and Occipital Alpha Blocking in Ad Exposure

It is little investigated how affect (or motivation) influences vigilance-learning process. EEG (Electroencephalography) is used to measure affect and vigilance-learning. Affect is indicated by the difference between left and right prefrontal alpha-band EEG scores, and vigilance-learning is captured by total (left right) occipital alpha-band scores. It is found that left prefrontal dominance increases total occipital alpha blocking, which implies that positive affect intensifies vigilance-learning. In addition, this research replicates previous important findings about brain wave activities, which ensures the validity of EEG data for this research.

Effect of e-cigarette advertisement exposure on intention to use e-cigarettes in adolescents

IntroductionWith the growth of electronic cigarettes use, curiosity about and experimentation with these products has increased among adolescents. The purpose of the present study was to evaluate the moderating effect of e-cigarette advertisement (ad) exposure on the relation between perceptions of use and intentions to use in youth. MethodsMultiple regression analyses utilizing data from the 2014 National Youth Tobacco Survey (N = 17,286) were used to evaluate the effect of ad exposure, perceived harmfulness, barriers, and benefits of e-cigarette use on intentions to use among youth who had never used e-cigarettes. ResultsModels for non-smokers accounted for 15.5% of the variance in intention to use (R2 = 0.155, F (15) = 187.0, p < 0.001). Results demonstrate that an increase in the number of exposures to e-cigarette ads was associated with an increase in intent to use (b = 0.039, t = 7.4, p < 0.001). Models also demonstrated significant interactions between ad exposure and perceptions of use on future intention to use. For smokers, models explained 11.1% of the variance in intention to use (R2 = 0.111, F (15) = 3.1, p < 0.001). Ad exposure had a non-significant effect on intention to use e-cigarettes (b = −0.010, t = −0.2, p = 0.859). In smokers, ad exposure did not significantly affect the association between perceptions of use and intention to use. ConclusionsAds are most effective at attracting non-smoking youth as new users rather than promoting product switching in young cigarette smokers.

Testing the Validity of Campaign Ad Exposure Measures: A Family Planning Media Campaign in Pakistan

Although prior research has tested the nomological validity of media campaign exposure, including the related comparative validity of some measures, it has not well studied predictive validity or made extensions to other types of media campaign exposure. To help build on research in this area, the current study tested the nomological and predictive validity of 5 ad recall and recognition measures specific to the Touch condom media campaign in Pakistan. Between-effects regression of panel survey data confirmed the nomological validity of each of the 5 measures of Touch ad exposure. In addition, 2 sets of panel regression models (i.e., fixed-effects models and fixed-effects with lag models) confirmed the predictive validity of each of the 5 ad exposure measures. Results on comparative validity were quite similar for nomological and predictive validity, indicating that confirmed ad recall and recognition measures tend to have greater validity than unconfirmed measures.

Does Digital Ad Exposure Influence Information-Seeking Behavior Online? Evidence From the 2012 Tips From Former Smokers National Tobacco Prevention Campaign.

BackgroundMeasuring the impact of online health campaigns is challenging. Ad click-through rates are traditionally used to measure campaign reach, but few Internet users ever click on ads. Alternatively, self-reported exposure to digital ads would be prone to recall bias. Furthermore, there may be latency effects whereby people do not click on ads when exposed but visit the promoted website or conduct campaign-related searches later. Online panels that unobtrusively collect panelists’ Web behavior data and link ad exposure to website visits and searches can more reliably assess the impact of digital ad exposure. From March to June 2012, the Centers for Disease Control and Prevention aired the national Tips From Former Smokers (Tips 2012) media campaign designed to encourage current smokers to quit. Advertisements ran across media channels, and the digital ads directed users to the Tips 2012 campaign website.ObjectiveOur aim was to examine whether exposure to Tips 2012 digital ads influenced information-seeking behaviors online.MethodsComScore mined its panelists’ Web behavior data for unique codes that would indicate exposure to Tips 2012 ads, regardless of whether panelists clicked the ad or not. A total of 15,319 US adults were identified as having been exposed to a Tips 2012 campaign ad. An equal number of unexposed adults (N=15,319) were identified and matched on demographics and Internet use behavior to the exposed group. Panelists’ Web behavior data were mined for up to 4 weeks after initial Tips 2012 ad exposure to determine whether they visited the Tips 2012 campaign website or other cessation-related websites (eg, nicotine replacement therapy site) or conducted searches for campaign-related topics (eg, quit smoking).ResultsThe proportion of exposed adults visiting the Tips 2012 sites increased from 0.4% in Week 1 to 0.9% 4 weeks after ad exposure, and these rates were significantly higher than in the unexposed group (0.1% in Week 1 to 0.4% in Week 4, P<.001) across all weeks examined. The proportion of exposed panelists visiting other cessation websites increased from 0.2% in Week 1 to 0.3% 4 weeks after initial ad exposure, and these rates were significantly higher than in the unexposed group (0.0% in Week 1 to 0.2% in Week 4, P=.001 to P=.019) across all weeks examined. There were no significant differences in searches for campaign-related topics between the exposed and unexposed group during most of the weeks examined.ConclusionsThese results suggest that online ad exposure is associated with confirmed visits to the Tips 2012 campaign sites and visits to other cessation websites and that these information-seeking behaviors occur up to several weeks after ad exposure. Web behavior data from online panels are useful for examining exposure and behavioral responses to digital campaign ads.